E195: Lucy Robinson - Navigating Cultural Differences In Sexual Wellness. How Skins Sexual Health Is Winning With TikTok And SEO
Description
Sexual wellness. A topic we should all get behind. Sex and pleasure isn’t shameful and that’s why Skins Sexual Health is on a mission to de-stigmatise this topic.
Lucy Robinson, Head of Marketing at Skin Sexual Health and Creative Conceptions, sits down with our CEO to discuss their monumental growth and how they are navigating the multifaceted landscape of B2B and B2C marketing.
In this episode, we explore the art of leveraging TikTok for brand visibility, the transformative power of SEO and the strategic importance of understanding cultural nuances in global markets.
Lucy shares how Creative Conceptions has seen remarkable growth through a well-planned SEO strategy, and how they tackled marketing challenges, particularly in regions with diverse cultural attitudes toward sexual wellness.
We also discuss effective partnerships, the significance of industry events, and the evolving acceptance of sexual wellness products in mainstream markets. Lucy offers practical advice on creating engaging content and staying ahead of trends.
This podcast is a pleasurable one. One that may make you cringe if you listen to it with your parents.
Topics Covered:
00:24 - TikTok, SEO and growth strategies in sexual health
05:59 - Understanding cultural differences to avoid marketing mistakes
12:09 - Overhauled navigation, added categories and subcategories for condoms, lubes, and toys
15:25 - The most fun campaign Lucy has worked on
17:13 - A fun female-empowerment brunch event and became the first brand involved, hosting a bingo game.
22:13 - TikTok is preferred over Google for searches due to its even playing field, as Google results require extensive optimisation and established authority
25:58 - Using TikTok trends, the agency generates ideas for SEO and digital PR, leveraging trending content to create stories for other platforms and outreach to journalists
29:42 - SEO is a cost-effective way to increase site traffic and revenue, essential for any eCommerce presence
30:36 - Success in SEO can be due to experience or pure luck, depending on industry competitiveness and keyword use
34:08 - Podcast recommendation
United States
